Soom Foods is a brand of healthy and delicious tahini-based food products founded by the Soom Sister. Their interest in Tahini and healthy foods arose from the lack of good food with healthy ingredients. As a result, they developed their own amazing, delicious and healthy tahini-based products from recipes passed down through their family for generations.
Due to the obscurity of tahini, Soom Foods sought the help of Publicity For Good to increase awareness and introduce people to this superfood. They wanted to educate the public regarding their goods, tahini, how to use it and the inspiration behind their brand. Not enough people know about tahini, which translated to a lack of visibility and awareness for the brand. As such, Publicity For Good employed an aggressive awareness and education campaign to introduce people to tahini and the story behind Soom Foods. Essentially, Soom Foods wants to make tahini as common as ketchup.
Our ideal coverage would include product features, exclusive recipes, health food roundups, product reviews and features in health, food and wellness publications. We aimed to secure features in top food, cooking and recipes publications, top lifestyle and business publications and features in regional outlets Soom Foods has aimed for as well as local, regional and national media outlets. We also amped up pitching especially on relevant awareness days.
Publicity For Good’s campaign secured a total of 97 media opportunities, 82 of which are live across a variety of media outlets and generated over 11 billion media impressions from their live features. They were also mentioned in the media 413 times from January to October of 2022. Among our opportunities that converted into top-tier digital and print media outlets such as Sirius XM, Kitchn, The Epoch Times, Forbes, Authority magazine, Whole Foods Magazine, Tree Hugger, Fast Casual, UPROXX, The Epoch Times, NBC 10 Philly Trend Hunter, NYMag, The Atlanta Journal Constitution, Thrive Global, MSN, AP News, and Yahoo News. We were also able to secure gift guides, features, recipes, roundups and reviews from popular blogs and influencers including I May Roam, Dishing Out Health, Ahava Bite, From My Bowl, Running The Kitchen, This is How I Cook, Shockingly Delicious and Ash Said It.
Through our campaign, Soom Foods was able to cultivate an understanding, curiosity and interest for tahini. Soom Foods has now begun to expand to new market segments and Publicity For Good continues to supplement their efforts through regional and local interviews, product reviews and placements. Unsurprisingly, Soom Foods’ media exposure has established Soom Foods as a reliable source of a once obscure, but now essential home food item.
“Home chefs like to try new things, or creative spins on old favorites — and that’s what makes this hummus kit such a fun idea”
“Dubbed as the creme dela creme of the tahini world, Soom Tahini is enjoyed by both restaurant chefs and home cooks from all over the world”
– Thrive Global